analyzing the marketing environment module 4 dr. mohamed zamil al-akhtaby
TRANSCRIPT
Analyzing the Marketing Environment
Module 4
Dr. Mohamed Zamil AL-Akhtaby
Analyzing the Marketing Environment
The Company’s Micro-
environment
The Company’s Macro-
environment
Responding to the Marketing
Environment
The Marketing Environment
The marketing environment includes the actors and forces outside marketing that affect marketing management’s ability to build and maintain successful relationships with customers
Microenvironment consists of the actors close to the company that affect its ability to serve its customers, the company, suppliers, marketing intermediaries, customer markets, competitors, and publics
The Marketing Environment
Actors in the Microenvironment
The Company’s Micro-environment
The Company’s Microenvironment
The Company
Top managementFinanceR&DPurchasingOperationsAccounting
The Company’s Microenvironment
Suppliers
Provide the resources to produce goods and services
Treated as partners to provide customer value
The Company’s Micro-environment
Marketing Intermediaries
Help the company to promote, sell and distribute its products to final buyers
Types of Marketing Intermediaries
• Resellers
• Physical distribution firms
• Marketing services agencies
• Financial intermediaries
The Company’s Microenvironment
The Company’s Microenvironment
Competitors
Firms must gain strategic advantage by positioning their offerings against competitors’ offerings
The Company’s Microenvironment
PublicsAny group that has an actual or potential interest in or impact on an organization’s ability to achieve its objectives
– Financial publics– Media publics– Government publics– Citizen-action publics– Internal publics
The Marketing Environment
Macroenvironment Is the larger societal forces that affect the microenvironment –demographic, economic, natural, technological, political and cultural forces.
The Company’s Macroenvironment
Actors in the Microenvironment
The Company’s Macroenvironment
Demography is the study of human populations in
terms of size, density, location, age, gender, race,
occupation, and other statistics
• Demographic environment is important because it
involves people, and people make up markets
• Demographic trends include age, family structure,
geographic population shifts, educational
characteristics, and population diversity
Demographic Environment
The Company’s Macroenvironment
Economic environment consists of factors that affect consumer purchasing power and spending patterns
• Industrial economies are richer markets
• Subsistence economies consume most of their own agriculture and industrial output
Economic Environment
The Company’s Macroenvironment
• Changes in income
• Value marketing involves ways to offer financially cautious buyers greater value, the right combination of quality and service at a fair price
Economic Environment
The Company’s Macroenvironment
Natural environment involves the natural resources that are needed as inputs by marketers or that are affected by marketing activities
Trends
– Shortages of raw materials– Increased pollution– Increase government intervention
Natural Environment
The Company’s Macroenvironment
Technological Environment
• Most dramatic force in changing the marketplace
• Creates new products and opportunities
• Safety of new product always a concern
The Company’s Macroenvironment
Political environment
consists of laws, government agencies, and pressure groups that influence or limit various organizations and individuals in a given society.
The Company’s Macroenvironment
Cultural environment
consists of institutions and other forces that affect a society’s basic values, perceptions, and behaviors
Thank you